导　　师： 陆新文

学科专业： 120301

授予学位： 硕士

作　　者： ;

机构地区： 安徽农业大学

摘　　要： 安徽省是我国农业大省之一,农业资源丰富,是国家重点建设的农业示范省,在全国农业城市中具有举足轻重的地位。农业是国民经济的基础产业,它涉及到人们群众衣食住行各个方面,它是关系到农民增收、农村发展、国家稳定和民族团结。为了实现我国经济的腾飞和发展,努力探索适合安徽省农业的发展道路,将现代工业成果、现代科学技术、现代组织形式和现代管理理念运用到农业生产经营过程中,打造更具有安徽省特色的具有市场竞争力的农业基础。 市场营销是对思想、产品及劳务进行设计、定价、促销及分销的计划和实施的过程,从而产生满足个人和组织目标的交换。在当今的市场经济环境下,我们的农产品生产中我们处处都应该以消费者的需求为中心,既要满足现实消费者的需求,又要满足潜在消费者的需求,农产品市场营销是指农产品经过从生产者转移到消费者过程中所涉及的农产品生产、采集、加工、运输、批发、零售和服务等全部营运活动。 本文依托国内外对农产品营销的研究,提出了安徽省农产品营销模式。笔者阐述了农产品营销的基本概念和发展安徽省农产品市场营销的意义,指出了安徽省农产品市场营销的发展方向。由于目前农产品体系尚不完善,农产品滞销,丰产不丰收,农产品市场营销难度较大。接下来笔者对安徽省农产品市场营销进行SWOT分析,针对性的提出目前发展安徽农产品市场营销中出现的问题包括农产品质量、农产品销售渠道等问题,并提出了笔者在对安徽省农产品市场营销模式的研究,包括农产品的绿色营销,农产品的网络营销以及农产品的体验营销。笔者将理论和实例相结合,突出了农产品营销模式的特点、重要性及具体实际运用的案例,对建设现代化农业提供了有力支持。论文最后对安徽省农产品市场营销的未来发展给出了个人意见,指出农产品营销过程中应该提高流通组织化程度,大力发展农业电子商务,并建立农产品营销合作社,同时建立农产品质量管理监督体制,完善农村的网络基础设施建设,这些都对未来的农产品的市场营销提供了有力保障。 Anhui Province is an important agriculture province which has rich agriculture resources, and it is the country' s constructive province with proper ecological demonstration of priority. It can be said that Anhui agriculture has the pivotal status in the nation.Agriculture is the foundation industry of the national economy, involving all aspects of people's basic necessities of life. It is important to increase the income of farmers, rural development, national stability and unity. In order to achieve the growth and development of Anhui's economy, we strive to explore the development road of agriculture, modern industry, modern science and technology achievements. The modern organization form and modern management concepts applied to agricultural production and operation process, which built the agricultural foundation with market competitiveness. Marketing is about ideas, products and services of design, pricing, promotion and distribution of the planning and implementation process, thereby generating exchanges that satisfy individual and organizational objectives. In today's market economy environment, we should focus on the consumers'demand in our agricultural production, not only to meet the practical needs of consumers, but also to meet the needs of potential consumers. Agricultural product marketing refers to the agricultural products,which transferred from producers to consumers in the process involved agricultural production, acquisition, processing, transportation, wholesale, retail and service operations and it must face the market. In this paper, based on the study of marketing of agricultural products at home and abroad, and puts forward the marketing mode of agricultural products in Anhui province. The author expounds the basic concept of marketing of agricultural products and the development of the meaning of the Anhui province agricultural product marketing, points out the development direction of marketing of agricultural products in Anhui province. Due to the current system of agricultural products is still not perfect, agricultural products unsalable, fertility is not harvest, agricultural products marketing is difficult. Next the author on the marketing of agricultural products in anhui province based on SWOT analysis, put forward the development of targeted anhui problems arising from the marketing of agricultural products, including agricultural products quality and the marketing channel of agricultural products, and puts forward the author in the study of the patterns of marketing of agricultural products in anhui province, including the green marketing of agricultural products, agricultural products of network marketing and experience marketing of agricultural products. The author combines the theory and examples, to highlight the importance and specific characteristics of agricultural products marketing model, use case, provides strong support for construction of modern agriculture. Thesis finally the future development of the marketing of agricultural products in anhui province gives personal opinions, points out that the marketing of agricultural products should be raised in the process of circulation organization scale, vigorously developing agricultural e-commerce, and establishing agricultural marketing cooperatives, establishing agricultural products quality supervision and management system at the same time, improve the network infrastructure construction in the countryside, the agricultural products of the future of marketing provides a powerful guarantee.

关 键 词： 农产品 营销模式 研究

分 类 号： [F323.7]

领　　域： [经济管理]